An interesting idea from Scandinavian Airlines, the promotion ran across different media as well (OOH, press and email) and involved two people together to unlock a travel deal. Seen it before, but still pretty good...

The Only Way Is Essex star Sam Faiers joined 100 people to spend the night at IKEA as part of the Big Sleepover event in Lakeside. The activity was influenced by IKEA noticing a group on Facebook 'I want to have a sleepover at IKEA'.

A nice example of brands taking social media seriously by listening to what goes on 'behind the scenes' - Good work IKEA!

Google Currents is a new mobile app that lets you enjoy free online magazines and other content optimized for your Android or Apple phones and tablets. I've been using it for a couple of days and not really impressed by the loading time and the UI.... I'd expect better from Google to be honest!

eBay has updated its iPad app to sync with TV shows and movies that users are currently enjoying. The new feature “Watch with eBay” will deliver product listings according to what show the user is currently watching. SCHWEET!

This is absolutely brilliant! Live interactive painted website live from Tokyo Station Complete video here: http://www.youtube.com/watch?v=IeDIyR4PPlI Outdoor advertisement street painting is transformed into a web site in real time!

Virgin Mobile and Virgin Unite, the nonprofit arm of the Virgin Group, today are launching a new social media campaign to tackle youth homelessness. "Do Whatever It Takes" is challenging the digital generation to take action to solve this problem. In the campaign, the Millennial generation will pledge to take certain actions - called "whatevers" - if a specific amount of money is raised in 30 days...

Not very keen on the competition itself as it's pretty easy but I love the content they've created with her... she's pretty damn good! Also, they've cleverly tapped into her owned channels to promote the activity - probably reaching more than 5 million fans! :)

Rise through the pizza making ranks and become a Pizza Hero. Make top quality pizzas by kneading dough, spreading sauce, sprinkling cheese, placing toppings ... I wish there was a rewarding/loyalty angle to this as well!

A nice idea from Ultimat Vodka. How good is your real social life? Well, they're turning the typical Facebook Activity Analysis on its head and only measuring check-ins and real life engagement to give you an idea... REALLY CLEVER! :)

Nice idea from EA Sports to promote the launch of Fifa 12. GET ON THE FIFA 12 SCARF. Claim a place for your club on the world's longest fan scarf. Post your message of support via Twitter or Facebook for the chance to have it knitted for real...

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